Case Paper for Truearth by Syed Ghousuddin Hasan

Topics: Marketing, New product development, Competitor analysis Pages: 4 (1001 words) Published: February 29, 2012
Cover Sheet for Case Summary submission

Name: Hasan, Syed GhousuddinWin #: 1090
(Last Name, First Name)(Last 4 Digits)

Submitted to: Professor Dr. Mushtaq Luqmani

Due on: Wednesday the February 8h, 2012

Case Title
TruEarth Healthy Foods
Market Research for a New Product Introduction
Harvard Business Publishing, (4065) December 24, 2009

CIS 6130 Customer Driven Marketing
Spring 2012

Marketing Department
Haworth College of Business
Western Michigan University

CIS 6130 Customer Driven Marketing
Professor Dr. Mushtaq Luqmani
[pic]
“Market Research for a New Product Introduction”

Summary:
It is always essential to endure a competitive edge in the any business by incessant innovation and diversification. TruEarth Healthy Foods, a maker of 100% whole grained gourmet Italian meals subsequently achieving a great success with Cucina Fresco pasta, observed a waning in market share due to competitors offering akin products. Company did the right thing, by strategically gaging an option to introduce whole grain pizza. Research study revealed that whole grain pizza has already been introduced into market by industry leaders like Kraft and Nestle, however having a solid brand image and ability to deliver a unique tastier delight left a great potential and opening in pizza market for TruEarth. Company invested massively into research and market study prior to striding into waters for assessing a calculated risk.

Evaluation of Issues and strategic alternatives:
The competitors Kraft & Nestle which are their risks but delivering a customer added value by focusing untapped market with unique taste and quality is also a mitigating strength for TruEarth. There is always a shift from mass-produced processed food towards a healthier, greater quality and price effective products. Evaluating the various open alternatives and standing as innovative leaders is the key to any businesses success.

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